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Our Step-by-Step PR Strategies to Get Media
Manage episode 509512338 series 3668622
#019 and Part 9 of Build A Candle Business series.
**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **
A one-page press release can change your entire demand curve—if it’s written for real people on deadline. We walk through the exact PR playbook that took our candle brand from a spare-room studio to local TV, national write-ups, and wholesale calls, all without a PR firm or ad spend. The method is simple and repeatable: craft a clear hook, tie it to a timely moment, and give journalists everything they need to publish fast.
We start by breaking down the anatomy of a press release that actually gets opened: a direct, newsworthy headline; a first paragraph that answers who, what, and why it matters; two short founder quotes; and high‑resolution photos in both horizontal and vertical formats. Then we map the outreach strategy. Locally, we target newspaper lifestyle desks, radio producers, and morning TV segments with BCC’d emails labeled “FOR IMMEDIATE RELEASE,” plus an event-driven angle—think festivals, city traditions, or seasonal spikes. That’s how we landed a same‑day TV feature and a sell‑out weekend, followed by inbound wholesale requests.
From there, we show how to go national by shifting the narrative to cause marketing, identity, and utility. Instead of cold emailing generic inboxes, we find last year’s gift guides and awareness-month roundups, note the bylines, and pitch those writers directly with swap‑ready copy, pricing, and images. We talk about Pride Month features, pet-rescue partnerships, and how a good story travels across outlets like Oprah Daily, Parade, and MSN. Along the way, we share practical guardrails: set Google Alerts to catch pickups, avoid low‑value newswire blasts, and build a cadence of fresh angles every few months so your brand stays press‑worthy.
If you’re ready to replace guesswork with a lean PR system that builds awareness, trust, and sales, this episode is your blueprint. Subscribe, share with a fellow maker, and leave a quick review to tell us what headline you’ll pitch next.
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Chapters
1. Setting The Stage: New Candle Line (00:00:00)
2. Sponsor Shoutout: Wax Melter Gear (00:02:21)
3. Why PR Beats Waiting On Sales (00:03:26)
4. Fundraisers As Demand Engines (00:04:55)
5. Traditional PR: The One-Page Playbook (00:05:22)
6. Crafting A Compelling Hook (00:06:52)
7. Pack It For Journalists: Quotes & Photos (00:08:52)
8. Targeting Local Outlets The Smart Way (00:10:52)
9. Event-Tied Pitches That Convert (00:13:49)
10. First TV Feature And Sellout Weekend (00:16:54)
11. Going National: Shift The Narrative (00:19:14)
12. Gift Guides And Evergreen Angles (00:20:54)
13. Cause Marketing That Travels (00:22:49)
14. Skip Paid Wires, Pitch Humans (00:24:44)
15. Mindset, Cadence, And What To Pitch (00:26:44)
16. Inner Circle Workshop & Wrap (00:29:44)
21 episodes
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